News & Announcements Archive

Bonaparte's work as Ambassador of classic-pirates.com has paid of. He has been re-elected for this important job. In the future, he will keep doing his work as Ambassador: giving news and announcements straight from TLG.

The LEGO group wants to hear from you! They want to know more about the needs and wishes of the global AFOL and TFOL communities. In the forum you can also find the key findings of the last survey and discuss your answers. The survey won't take you more than 5 minutes and it's worth the effort.

You read that right, you can obtain one of these special blue coat mini figures for free when shopping at your Local Toys R Us toy store.

Here is what we know:

With a LEGO purchase of $20(U.S.) or $35(Canada) or more, you will receive 1 free mini figure, the week of October 3-9 happens to be a Blue Coat mini figure.

Rumor has it you can purchase them in store seperatly for $1.99 but this is not confirmed, as well as the online order process which appears to already be sold out, and we don't have a valid link for it at the moment, so please post one in the forum if you find one.

The second edition of the famous Tournament of Retribution has come to an end, the votes have been counted and the winners have been announced! We have seen epic battles, cruelty but above all we have seen a lot of fun! The Tournament of Retribution II has written history with such spectacular prizes! A big thanks goes out to Commodore Hornbricker for organising and donating to the Tournament of Retribution II!

shop.LEGO.com is offering FREE shipping with purchases over £25.00. So if you're in the UK and yet to acquire an 10210 Imperial Flagship (or like to acquire more) here's a perfect opportunity to take advantage of this offer.

This picture was taken at this year's San Diego Comic Con. Surely this minifig looks like Jack Sparrow from Disney's Pirates of the Caribbean movie series. Does this mean we will see a new licensed theme soon?

With the LEGO® Group now working with Disney and having relaesed themes like Prince of Persia, this surely does sound plausible.

The latest community survey was in April 2010. Now we want to ask you again to fill in a new survey (with some old questions, but also some new ones) to know even more about global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities. Adult or Teenage Fans of LEGO bring an important perspective to the LEGO Group. So this information is of great interest to the LEGO Group.

As Adult or Teenage Fans of LEGO, you bring an important perspective to the LEGO Group. We respect your creativity and passion for the LEGO brand.

Since December 2008, we have done quarterly online surveys to learn more about the needs and wishes of global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities. For your information, we have listed the key findings from the latest survey in April 2010 below. Now we ask you to take the survey again. It include some of the same questions, but also a set of new questions for you.

You might notice that the link refers to the LEGO Kids Inner Circle; this is because Satmetrix, which hosts that site, is also supporting our efforts to track AFOL/TFOL opinions. Rest assured that this survey is for AFOL’s and TFOLs only.

Here are some of the key findings from the first quarter 2010 survey:

The survey was completed by 3.750 AFOLs and TFOLs. 33% of respondents were TFOLs, 67% was AFOLs. When asked about likeliness to recommend LEGO products and services to friends and family, AFOLs are (consistent with the previous surveys) more likely to recommend than TFOLs. Several TFOLs this time expressed disappointment with the discontinuation of the Bionicle line. When asked what the LEGO Group can do to improve willingness to recommend, most frequent answers center around request for more complex/modular sets, re-release of classic sets, teen/adult focused section on LEGO.com and better pricing.

In this survey we asked some questions specifically about online behavior. Interestingly we found that both AFOLs and TFOLs are more creative and conversational than average online population. They are very active on forums, blogs and social network sites, but not using Twitter much. Putting the data into the Forrester Social Technographics Ladder, we got the following results:

Around 40% of AFOLs/TFOLs fit the categories of Creators and Conversationalists (average for US online population is around 30%). We compare to US online population just because we do not have comparable numbers for e.g. Europe or Asia.

Around 70% of AFOLs/TFOLs fit the category of “Critics” (average for US online population is less than 40%). Surprising? J

Very interesting findings, so we follow up with some more questions about online behavior in this 2nd quarter survey.

This is a prize which you can also win if you don't have any lego. What?! Yes, that's right! The spectator prize can be won by simply leaving a funny/original comment in as many ToRII-entries as possible. Prizes to win? 8 decks of Lego Pirate playing cards, and you get a reputation on our forum! So leave some nice comments and keep the ToR-spirit high!